Question Page

What are key differences in how you enable a sales team for SMB buyers vs mid-market and enterprise?

1 Answer
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 17

Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and make decisions should inform your enablement content.

Some questions to consider as you equip sales with content and insights:

  • How does the customer learn about your products and services? 

  • How does the customer compare and research your product vs. others? What resources do they use (e.g., marketplace listings, industry reports, analyst research, etc.)?

  • Why do customers choose you over your competitors? Why do customers churn from your product?

  •  Who is involved in the decision to purchase your product? What role do they play, and what information do they need to decide to move forward with a solution?

Typically, SMB buyers need to be educated on solutions to challenges they face, whereas Enterprise buyers better understand the solutions and capabilities they are looking for. As you enable your sales team on each respective segment, ensure they know how your content addresses the segment buyer's needs and knowledge gaps.

835 Views
Successful Product Launches
Thursday, May 23 • 12PM PT
Successful Product Launches
Virtual Event
Chris Handy 🎉
Megan Gervasini
Sean Bailey, CPA
+239
attendees
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Claudia Michon
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Amanda Groves
Amanda Groves
Enable VP of Product Marketing
Amanda Groves
Amanda Groves
Enable VP of Product Marketing
Alissa Lydon
Alissa Lydon
Dovetail Head of Product Marketing
Pulkit Agrawal
Pulkit Agrawal
Chameleon Co-founder & CEO